Welcome to PMW Masterclass from Performance Marketing World!

This series is designed to help practitioners and managers upskill fast, with lessons from experts across the industry offering essential tips and techniques on the latest performance marketing practices. 

Each 15 minute lesson is split into short concise modules for ease of learning. The series will update fortnightly and will cover the growing range of performance marketing channels and tools, from email marketing and pay-per-click advice to Shopify and TikTok tips. 

Click on the lessons below and keep this page bookmarked for the latest updates.

6 steps to get the most out of Google Performance Max

Spending just the right amount on each channel is a marketers dream. Tom Clarke, Client Development Director, Performics @ Zenith, offers a practical guide to Google’s new Performance Max tool to fine-tune your spend on YouTube, Display, Search, Discover, Gmail and Maps.

Why brand lift should become your latest performance metric

In a world of ad data overload, brand lift presents a more holistic metric way for performance marketers to make sense of their success and failures. Sean Adams, Global Insight Director at Brand Metrics, offers a handy guide on implementing and optimising this measure in your campaigns.

How to transition to cookieless through trust-based transactions

Mapping the user journey has entered uncharted waters. Joseph Merhej as Xandr explains how ‘Publisher Provided ID’ can ensure smooth sailing in the age of privacy.

How to improve your online influence using psychology

Good adverts grab our attention – great ones, our trust. Chartered psychologist Alan Gray at Tailify offers key tips on how the best influencers go beyond mere exposure to establish deep, meaningful connections with their followers.

The 5 most important things you need to do to future proof your performance marketing

Switching to first-party data is becoming essential to survive a cookie-less future, but what can marketers do on a practical level to achieve this? Farhad Divecha at AccuraCast provides the essentials.

5 reasons Google Shopping doesn’t work for some retailers

Google is investing more in shopping and it remains a key discovery platform for retailers. Liam Patterson at Bidnamic unlocks the secrets to turning browsers into buyers on this high-profile platform.